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Software is becoming a brand and your software is your product differentiator. Even if you think you’re not a software company, this program will be a wake-up call for your organization . . .For more and more companies, its software assets represent a key part of the brand experience and the firm’s differentiation. Whether its mobile banking apps from Citibank, infotainment systems in Ford cars, or the proactive diagnostics running in GE wind turbines software represents a key part of how customers experience a company’s product and services. This creates huge new requirements around how products are developed, mobile apps are built and IT systems are designed. The session looks at the services and business implications and opportunities behind the software is the brand dynamic.

With 27 years of experience at Forrester, John McCarthy is a key contributor to Forrester’s work on predicting the business impact of technology. John has more than 12 years of insight into the development of a global delivery model for IT services and product development.